Top 10 Tips for Managing Your Top 10 Customers – Key Account Management
The workshop is based on the first rule of business i.e. look after your most important customers before someone else does!. For senior executives today, key account management (KAM) has never been more relevant or important. This health check workshop provides CEOS and directors with an overview of the essential key account management strategies, systems and skills needed in today’s challenging business environment.
20 Key Questions Answered
- What is the pareto principle?
- What is a key account?
- What messages should we be releasing to prospects – your potential key accounts?
- How do you move from supplier to partner?
- How do you measure the value you create?
- What is the structure for a dream, added-value testimonial?
- How do you audit the perceptions of a key account?
- What should an annual strategic review with a key account cover?
- How has customer loyalty changed during the last ten years?
- How do you ensure that you always exceed customer expectations?
- How do you become an expert in each key account’s world?
- What is the role of an account manager today?
- How do you position key account management as a team sport?
- What does situational account management actually mean?
- How should the big guns be deployed….the CEO and directors?
- Who should own the key account plan?
- What should the key account plan contain?
- How should the plan be built and reviewed?
- What are the differences between an account manager and a typical salesperson?
- How should you manage and review an account manager’s performance?
Key Themes and Messages
- Improve your profitability… by improving the customer’s profitability
- Use KAM to stand out from your competitors rather than stand up to them
- Work as an exceptional business partner not as an ordinary supplier
- Are you a cost-creator or a value-creator?
- Where are you on the four steps of the value staircase?
- The only safe customer is one where you are exceeding their expectations
- They don’t care how much you know as long as they know how much you care
- If you are an expert in the customer’s world you never have to sell again
- Key account management starts at the top or it does not start
- KAM is a team sport – it is not about my customer – it is about our customer
- Better relationships with key decision makers and influencers
- Happier key customers
- Improved loyalty and retention
- Early identification of issues
- Additional sales
- Defined roles for everyone in the account management team
- Reduction in servicing costs
- More teamwork, less friendly fire
- More effective account plans
- Customer-centric culture